Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/272337 
Year of Publication: 
2023
Citation: 
[Journal:] Journal of Tourism, Heritage & Services Marketing [ISSN:] 2529-1947 [Volume:] 9 [Issue:] 1 [Publisher:] International Hellenic University [Place:] Thessaloniki [Year:] 2023 [Pages:] 37-47
Publisher: 
International Hellenic University, Thessaloniki
Abstract: 
Purpose: Although volunteer tourism has been studied via several theoretical lenses, little is known about the behavioural intention of potential volunteer tourists from developing nations. This study aimed to identify the behavioural intention of potential volunteer tourists and the factors motivating them. This study extends the theory of planned behaviour (TPB) to identify the potential volunteer tourists' behavioural intentions by adding four motivations: altruism, personal development, escape, and travel. Methods: A total of 272 valid responses were collected through an online survey. SmartPLS 3.0 was used to test the hypotheses. Results: The findings indicate that attitude, perceived behavioural control, subjective norms, escape, and personal development positively influences potential volunteer tourists' intention to take part in volunteer tourism programs. However, altruism and travel do not influence the potential volunteer tourists' intention to take part in volunteer tourism programs. Implications: Volunteer tourism organisers will get help from the present study's findings to design or improve volunteer tourism programs and activities accordingly, resulting in improved volunteer tourism experiences and, ultimately, impacting the tourists' intention to take part in volunteer tourism programs.
Subjects: 
Volunteer tourism
Theory of planned behaviour
Behavioural intention
JEL: 
L83
L52
E7
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by-nc-nd Logo
Document Type: 
Article
Document Version: 
Published Version
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